Twitter, Facebook Marketing Budgets Still Low In Europe, Despite Heavy Adoption Rate
The adoption rate of social media platforms such as Twitter and Facebook is accelerating at a pace that isn’t being matched by the growth in spending by European businesses and brands, reveals new data.
A study by Forrester Research, which polled over 17,000 consumers and 264 senior executives in Europe, revealed that 50% of marketers are using social media and an additional 25% said that they would in the coming 12 months. However, the majority of marketers still allocate a small budget to their social networking campaigns, and over a fifth didn’t even know what this was for 2011.
Only 5% of marketers said that their social media budgets would top $5m in 2011.
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